The Complete URL Optimization Checklist to Improve Your Website’s SEO

You’ve poured your heart and soul into your website. You’ve got amazing content, products, or services. But…crickets. It’s beyond frustrating when your target audience can’t seem to find you. If your SEO isn’t up to par, your website might as well be invisible. And we both know that’s not good for business.

But here’s the good news: You can absolutely change that. It starts with understanding how search engines “see” your website. And a huge part of that is your URLs. Yep, those web addresses you type into your browser. They’re not just random strings of characters. They’re a powerful tool that can make or break your SEO strategy.

Whether you’re a business owner, a blogger, an SEO professional, or just someone who wants to get more eyes on their website, optimizing your URLs is a game-changer. Ready to dive in?

Okay, let’s get down to brass tacks: What is a URL, anyway?

In simple terms, a URL (Uniform Resource Locator) is the address of a specific webpage or file on the internet. It’s what you type into your browser’s address bar to get to a particular website or page. You might know it as a “web address.”

Let’s break down the anatomy of a URL:

• Protocol: This is usually “https://” (the “s” stands for “secure”). It tells your browser how to communicate with the web server.
• Domain Name: This is the name of the website (e.g., “myawesomewebsite.com”).
• Path: This shows the location of the page within the website’s structure (e.g., “/blog/seo-tips”).
• Slug: This is the end part of the URL that’s usually related to the page’s content (e.g., “how-to-optimize-your-url”).

Now, why should you care about all of this? Because search engines like Google use URLs as one of many factors to understand what your webpage is about. A well-optimized URL gives them valuable clues and can help your page rank higher in search results.

Good URL Examples:

https://www.examplewebsite.com/blog/seo-tips-for-beginners
https://www.examplestore.com/product-category/running-shoes
https://www.exampleagency.com/services/content-marketing

Bad URL Examples:

https://www.examplewebsite.com/p=12345
https://www.examplestore.com/PRODUCTS/SHOES/?sort=price
https://www.exampleagency.com/folder1/folder2/Our_Services_Content.html

Feature	Bad URL	Good URL
Length	https://www.example.com/product.php?id=123456&category=electronics	https://www.example.com/electronics/headphones
Keywords	None	“electronics,” “headphones”
Readability	Difficult to read and understand	Easy to read and understand
Relevance to Content	Unclear	Clearly indicates the page is about headphones in electronics

Actionable Tips to Supercharge Your URL Optimization

Alright, let’s get your URLs in tip-top shape! Here are some actionable tips to optimize your URLs for SEO:

1. Keep It Short and Sweet: 🩳

Why It Matters: Shorter URLs are easier for users to remember, type, and share. They also tend to look cleaner and more professional in search results.

Pro Tip: Aim for URLs that are under 60 characters whenever possible.

Practical Example:

❌ Lengthy URL: https://yourwebsiteurl.com/blog/2023/04/09/ultimate-guide-to-url-optimization-tips-and-tricks

✅ Short URL: https://yourwebsiteurl.com/url-optimization-guide

✅ Even Shorter URL: https://yourwebsiteurl.com/seo-urls (If appropriate)

2. Use Hyphens, Not Underscores: –

Why It Matters: Search engines view hyphens as word separators, making it easier for them to understand the individual words in your URL. Underscores can make the URL appear as a single word.

Practical Example:

❌ URL with Underscore: https://yourwebsiteurl.com/best_SEO_tools

✅ URL with Hyphen: https://yourwebsiteurl.com/best-seo-tools

3. Avoid Keyword Repetition (Keyword Cannibalization): 🙅‍♀️

Why It Matters: Stuffing your URL with the same keyword multiple times can look spammy to search engines and may even confuse them about which page is the most relevant for a particular search query.

Pro Tip: Use variations or synonyms of your target keyword throughout your site’s URLs instead of repeating it.

Practical Example:

❌ Keyword Repetition: https://yourwebsiteurl.com/seo/seo-tips/seo-strategies

✅ Proper Use of Keywords: https://yourwebsiteurl.com/seo-guide/beginner-tips

✅ Variation: https://yourwebsiteurl.com/search-engine-optimization/strategies

4. Ditch the Stop Words: 🛑

Why It Matters: Stop words like “a,” “an,” “the,” “and,” “or,” and “but” don’t add much value to your URL from an SEO perspective. They can also make your URLs longer and less user-friendly.

Practical Example:

❌ URL with Stop Words: https://yourwebsiteurl.com/seo-tips-and-tricks-for-beginners

✅ URL without Stop Words: https://yourwebsiteurl.com/seo-tips-tricks-beginners

5. Canonicalize for Consistency: 🔗

Why It Matters: If you have multiple URLs leading to the same page (e.g., with and without “www,” or with different tracking parameters), canonical tags tell search engines which version you prefer. This helps consolidate SEO value and avoids duplicate content issues.

Practical Example:

❌ Duplicate URLs:

https://yourwebsiteurl.com/blue-iphone-case

https://yourwebsiteurl.com/iphone-case-blue

https://www.yourwebsiteurl.com/blue-iphone-case?ref=123 (with tracking parameter)

✅ Canonical URL: <link rel="canonical" href="https://yourwebsiteurl.com/blue-iphone-case"/>

6. Keep Mobile URLs in Mind: 📱

Why It Matters: With mobile search becoming increasingly important, having mobile-friendly URLs can improve your visibility in mobile search results.

Pro Tip: If you have separate mobile URLs, include them in your XML sitemap to make sure search engines can find and index them.

Practical Example:

❌ Neglecting Mobile URLs: Not including mobile URLs in your sitemap.

✅ Mobile-Friendly Practice: Add mobile URLs to your sitemap (e.g., https://m.yourwebsiteurl.com/blue-iphone-case).

7. Stay Future-Proof: 📆

Why It Matters: Avoid using dates or time-sensitive information in your URLs, especially for evergreen content that you plan to keep updated. This way, you won’t have to change the URL every time you update the content.

Practical Example:

❌ Dated URL: https://yourwebsiteurl.com/black-friday-2023

✅ Future-Proof URL: https://yourwebsiteurl.com/black-friday

8. Stick to Lowercase Letters: 🔡

Why It Matters: URLs are case-sensitive. Using uppercase letters can create multiple versions of the same URL, leading to confusion for search engines and potential duplicate content issues.

Practical Example:

❌ URL with Uppercase: https://yourwebsiteurl.com/SEO-Guide

✅ URL with Lowercase: https://yourwebsiteurl.com/seo-guide

9. Minimize URL Parameters: 🧹

Why It Matters: Too many parameters can make your URLs look complex and less user-friendly. They can also make it harder for search engines to crawl and index your pages.

Pro Tip: When possible, use static URLs with descriptive paths instead of dynamic URLs with lots of parameters.

Practical Example:

❌ URL with Excessive Parameters: https://yourwebsiteurl.com/products?category=tech&sort=price

✅ Static URL: https://yourwebsiteurl.com/tech-products/price

10. Use Descriptive URLs: 👀

Why It Matters: Descriptive URLs give users a clear idea of what to expect on the page before they even click. This can improve click-through rates from search results.

Practical Example:

❌ Non-Descriptive URL: https://yourwebsiteurl.com/item123

✅ Descriptive URL: https://yourwebsiteurl.com/wireless-headphones

11. Avoid Special Characters: 🚫

Why It Matters: Special characters (like %, &, ?, #) can cause issues with URL encoding and may not be handled consistently across different browsers and servers.

Practical Example:

❌ URL with Special Characters: https://yourwebsiteurl.com/seo%20tips&tricks

✅ URL without Special Characters: https://yourwebsiteurl.com/seo-tips-tricks

12. Set Up 301 Redirects for Changed URLs: ↪️

Why It Matters: If you change a URL, a 301 redirect tells search engines and users that the page has permanently moved to a new location. This helps preserve SEO value and avoids broken links.

Practical Example:

❌ Without 301 Redirect: Changing a URL without redirecting can lead to “Page Not Found” errors and a loss of traffic.

✅ With 301 Redirect: Redirecting https://yourwebsiteurl.com/old-url to https://yourwebsiteurl.com/new-url ensures a smooth transition.

13. Folder Structure and Hierarchy: 🗂️

Why It Matters: A well-organized folder structure makes it easier for both users and search engines to navigate your website and understand its content hierarchy.

Website Root
├── blog/
│   ├── seo-tips/
│   ├── content-marketing/
│   └── social-media/
├── products/
│   ├── electronics/
│   │   ├── headphones/
│   │   └── speakers/
│   └── clothing/
└── services/

Pro Tip: Use folders to group related content (e.g., /blog/, /products/, /services/). Keep your folder structure shallow (ideally no more than three levels deep) to avoid overly long URLs.

Practical Examples:

✅ Good structure: https://yourwebsiteurl.com/products/mens-clothing/shirts

This URL follows a clear hierarchy, with relevant categories leading to the specific product. It’s easy for users and search engines to understand the structure.

❌ Overly complex structure: https://yourwebsiteurl.com/products/2023/spring/mens/casual/shirts

This URL is too long and has too many levels of folders. It can be confusing and may discourage clicks from users. It’s also not ideal for search engines, as they may give more weight to keywords appearing earlier in the URL.

14. Dynamic URLs vs. Static URLs: 🔄

What They Are: Dynamic URLs contain parameters that change based on user actions or database queries. Static URLs have fixed addresses.

Why It Matters: Static URLs are generally preferred for SEO because they’re easier to read and more descriptive. If you have dynamic URLs, consider rewriting them to be more static whenever possible.

Practical Examples:

❌ Dynamic URL: https://yourwebsiteurl.com/products.php?id=123&color=blue

This URL includes parameters that change based on the specific product and its attributes. It’s not user-friendly and doesn’t provide any information about the product.

✅ Static URL: https://yourwebsiteurl.com/products/blue-widget

This URL is clean, readable, and includes relevant keywords. It gives users (and search engines) a clear idea of what the page is about.

15. Subdomains vs. Subdirectories: 🌍

What They Are: Subdomains are separate domains that exist under your main domain (e.g., blog.yourwebsiteurl.com). Subdirectories are folders within your main domain (e.g., yourwebsiteurl.com/blog).

Why It Matters: There’s debate about which is better for SEO. Subdomains can be treated as separate websites, while subdirectories are seen as part of the main website. The best choice depends on your specific goals and website structure.

If you want to create a distinct brand identity for a specific section of your website (e.g., a blog or an online store), a subdomain might be a good choice.

If you want to keep all of your content under one domain and leverage the authority of your main website, a subdirectory might be a better option.

16. International SEO (Hreflang Tags): 🌎

What They Are: Hreflang tags are snippets of code that tell search engines which language and region a specific page is intended for.

Why It Matters: If you have a multilingual website, using hreflang tags helps search engines show the right version of your page to the right users, improving user experience and potentially boosting your SEO in different regions.

Example Code Snippet:

<link rel="alternate" hreflang="en-us" href="https://www.example.com/us/" />

<link rel="alternate" hreflang="es-es" href="https://www.example.com/es/" />

The hreflang=”en-us” attribute tells search engines that the page is intended for users in the United States who speak English.

The hreflang=”es-es” attribute indicates that the page is meant for users in Spain who speak Spanish.

17. Breadcrumbs: 🍞

What They Are: Breadcrumbs are navigational elements that show the user’s path within a website’s hierarchy.

Why It Matters: Breadcrumbs can improve user experience and provide additional context to search engines about the relationship between pages on your site.

Practical Example:
Home > Blog > SEO > URL Optimization

The example Home > Blog > SEO > URL Optimization shows how breadcrumbs can guide users through your website’s hierarchy. It tells the user that they’re currently on a page about URL optimization, which is a subtopic of SEO, which is a subtopic of the blog section of the website.

18. URL Shorteners: ✂️

What They Are: URL shorteners create shortened versions of long URLs.

Why It Matters: While they can be useful for social media sharing, use them with caution. Overusing them can obscure the actual destination of the link and may not always pass on full SEO value.

Examples of URL Shorteners: Bitly, TinyURL, Ow.ly

The examples Bitly, TinyURL, and Ow.ly are popular URL shorteners. They can be helpful for social media sharing or when you need to fit a long URL into a limited space. However, it’s best to use them sparingly and only when necessary.

Your Ultimate URL Optimization Checklist: A Practical Guide

Let’s make those URLs work harder for you! We’ve added the most essential tips and best practices into this handy checklist. Use it as your go-to guide for crafting URLs that are both search engine-friendly and user-friendly.

Remember, every optimized URL is a step towards a more visible and successful website.

Ready to get started? Check off each item as you review and update your URLs. Don’t be afraid to revisit this checklist periodically, as SEO best practices can evolve over time.

Checklist Item	Description	Status (✔/❌)	Notes
Basics:
☐ Keep URLs short and descriptive (under 60 characters)	Shorter URLs are easier to remember, type, and share.
☐ Use hyphens (-) to separate words	Search engines prefer hyphens over underscores (_) or spaces.
☐ Stick to lowercase letters	URLs are case-sensitive, so using lowercase avoids duplicate content issues.
☐ Avoid special characters (!@#$%^&*)	Special characters can cause encoding problems and make URLs less readable.
☐ Match URLs to page titles	Ensure your URL accurately reflects the content of the page.
Keywords:
☐ Include relevant keywords in URLs	Help search engines understand the page’s topic.
☐ Avoid keyword stuffing	Don’t overuse keywords; it can harm your SEO.
☐ Utilize keyword variations and synonyms	This helps you target a wider range of search queries.
Advanced:
☐ Minimize URL parameters	Use static URLs whenever possible, as they are more user-friendly and SEO-friendly.
☐ Use canonical tags for duplicate content	Tell search engines which URL is the preferred version of a page if you have multiple URLs with the same content.
☐ Implement 301 redirects for changed URLs	Redirect old URLs to new ones to preserve SEO value and prevent broken links.
☐ Consider folder structure and hierarchy (e.g., /blog/)	Organize content logically for better user experience and SEO.
☐ Use hreflang tags for multilingual sites	Help search engines understand which version of a page is meant for which language and region.
☐ Optimize for mobile URLs	Ensure your URLs are mobile-friendly or use responsive design.
Additional Considerations:
☐ Add breadcrumbs	These navigational aids can improve user experience and provide context to search engines.
☐ Use URL shorteners sparingly	Shortened URLs can be useful for social sharing, but overuse can harm your SEO.
☐ Monitor yourresults	Use tools like Google Search Console to track your SEO progress and identify any URL-related issues.

Need more guidance? Refer back to the detailed explanations we provided for each item. And if you’re still feeling stuck, don’t hesitate to ask for help!

Common Questions (and Answers!) About URL Optimization

1. Does changing my existing URLs hurt my SEO? Yes, it can. If you change a URL that’s already indexed by search engines, you risk losing any SEO value it has built up. If you must change a URL, use a 301 redirect to tell search engines where the page has moved.
2. Can I use numbers in my URLs? Yes, but use them sparingly and only when they make sense. For example, a product number or a year might be appropriate in some cases.
3. How do I optimize URLs for different languages? Use hreflang tags to tell search engines which pages are meant for which languages. You can also create separate subfolders or subdomains for different languages (e.g., /es/ for Spanish).
4. What about mobile URLs? Use responsive design so that your website automatically adapts to different screen sizes. This eliminates the need for separate mobile URLs.
5. Should I include my brand name in my URLs? It’s not essential, but it can help with brand recognition and make your URLs more memorable.

Remember, optimizing your URLs is just one piece of the SEO puzzle. But it’s an important one that can significantly impact your website’s visibility and traffic.

Tools to Make URL Optimization a Breeze

Optimizing your URLs doesn’t have to be a manual, time-consuming task. There are plenty of tools available to help you streamline the process and make the most of your SEO efforts. Here are a few worth checking out:

• Yoast SEO (WordPress Plugin): This popular plugin offers a built-in feature for optimizing your URLs as you create or edit pages and posts. It provides suggestions for improving your URLs based on SEO best practices.
• Rank Math (WordPress Plugin): Similar to Yoast, Rank Math provides a user-friendly interface for optimizing your URLs and offers real-time feedback on your SEO efforts.
• Screaming Frog SEO Spider: This powerful desktop tool crawls your website and identifies issues with your URLs, such as broken links, redirects, and duplicate content.
• Linkilo (WordPress Plugin): This handy tool helps you optimize your internal linking structure, which is another important aspect of SEO. It suggests relevant internal links as you write and can even automate some of the linking process.
• Google Search Console: This free tool from Google provides valuable insights into how your website is performing in search results. It can help you identify crawl errors, indexing issues, and other problems that might be affecting your SEO.

These are just a few examples of the many tools available to help you with URL optimization. Experiment with different options and see which ones work best for you and your website.

Take Control of Your SEO with Optimized URLs

Your URLs are more than just addresses for your webpages – they’re a powerful tool for boosting your SEO. By following the simple guidelines we’ve covered, you can make your URLs more informative for search engines, more user-friendly for your audience, and more effective at driving traffic to your site.

Remember, the best URLs are:

• Short and descriptive
• Include relevant keywords (but avoid keyword stuffing!)
• Use hyphens to separate words
• Match your page title whenever possible

Don’t let your website get lost in the vastness of the internet. Optimize your URLs today and start seeing the difference!

Ready to take action? Here are a few next steps you can take:

1. Audit your existing URLs: Take a look at your website’s URLs and see if any need improvement.
2. Make a plan: Decide which URLs you’ll change and how you’ll do it.
3. Implement your changes: Update your URLs and make sure to use 301 redirects for any pages that have moved.
4. Monitor your results: Keep an eye on your website’s traffic and rankings to see how your URL optimization efforts are paying off.

So, are you ready to start optimizing your internal linking with WordPress and take your website to new heights? Look no further! Head over to Linkilo pricing page to get started on your URL optimization adventure today. Trust us, you won’t regret it!